TRUSTe Debuts 'We Don't Spam' Seal

Share this content:
TRUSTe starts the first certification program today that assures consumers that marketers won't spam them when they submit their e-mail addresses online.


The nonprofit privacy certification organization announces the "We Don't Spam" seal at today's DoubleClick Email Solutions Summit in Denver. The seal verifies that the e-mail reputation and practices of marketers using it have been reviewed thoroughly and have met strict standards "that eliminate the threat of unwanted e-mail," according to TRUSTe.


"It is on the point-of-collection page, where [Web sites] collect e-mail addresses," said Fran Maier, TRUSTe executive director and president. "It makes a very strong statement that 'We Don't Spam.'"


The program is needed to rebuild online shoppers' trust, Maier said.


"Spam and other issues are getting in the way of e-commerce," she said.


By raising consumer trust in data collection practices, the program will help companies increase online registration rates, TRUSTe said. One business that tested the seal experienced a 7 percent rise in registrations.


DoubleClick, New York, a founding partner of the program, and Return Path, New York, the exclusive reseller of the seal, want their e-mail clients to use it.


"We are working very aggressively across our 1,000-odd clients to get them on the program," Return Path president/CEO Matt Blumberg said.


The verification system is important, Blumberg said, because "reputation systems really extend this model of authentication and accreditation as yet another way to help receivers differentiate good mail from bad mail. It provides consumers with a physical sign of who they can trust and not trust."


Ken Takahashi, vice president of strategic partnerships at DoubleClick, said the seal simplifies "what we've been talking about in the industry for years now."


The seal's cost to senders will be based on overall company revenue and volume of e-mail it sends.


"Smaller companies should be able to participate in this," Maier said.


The "We Don't Spam" program is part of an ongoing monitoring program, Maier said, so TRUSTe will monitor consumer complaints and enforce the seal.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here